More impressions on Facebook correlate with better action intent and advertising recall rates.
That’s according to an analysis of 2,439 campaigns by the social network.
The study aimed to get a better idea of optimal frequency and the impact of quality on ad effectiveness.
Although more impressions results in higher actions, these tend to level out at a certain point at which brands receive less benefit from reaching the same person over and again.
Good creatives make a big difference though. While bad creatives tend to plateau much sooner.
The study also noted that testing creative and optimising it are a key factor in boosting quality.
